With the recent controversy surrounding its soon-to-launch Xbox One console, Microsoft discovered that sometimes the only way to move forward is to take a step back.

Yahoo proves 30 times over that achieving success in rebranding is no small feat.

This is the cautionary tale of how one spectacularly nasty handwritten note from disgruntled employees has done immeasurable damage to the reputation of a national retail brand.

As Facebook continues to devote more prime screen space to advertising and notifications, the user experience is suffering, and people are starting to unplug from the social media giant.

Redemption - the art of the second chance - carries a powerful appeal that offers insights for brands in need of a makeover.

Whether literal or metaphorical, the concept of a primal showdown between good and evil has been at the heart of countless effective marketing campaigns.

Throughout the history of storytelling, there are certain tried-and-true themes that surface time and again. The story of a hero’s beginnings can pack quite a punch – and your brand’s origin tale can, too.

CPenney's tone-deaf back-to-school ad garnered swift negative backlash and alienated many of the brand's core customers. Learn from their mistakes to avoid the same fate.